Companies that engage in transactions in business-to-business markets often find that their products are “commoditized.” Difficulties in differentiating between products based on their characteristics and the action of competitors put pressure on prices, reducing margins and jeopardizing the sustainability of the business. Research on business-to-business market trends conducted in Brazil and the United States shows value management to be the greatest challenge: What value is delivered to clients? How can I demonstrate and prove the value delivered? How can more value be captured in relations with clients and in the value chain? How can I create and co-create value and innovate in networks of companies or in partnership with our clients? Other challenges present themselves: How can I transform the sales force into professionals who are prepared to sell value? How can I align the organization and distribution channels with the value proposition presented to target groups?
The Program is designed to discuss these aspects of managing business-to-business markets. It presents concepts and methodologies, developing abilities that enable managers to understand opportunities and capture greater value in their markets.